EXPLORING THE SIGNIFICANCE OF HALAL: EMBRACING HALAL VALUES AMONG LOCAL COSMETIC PRODUCERS IN BRUNEI’S COSMETIC INDUSTRY

Aiman Samhani Abdul Halim; Zeiad Amjad Abdulrazzak Aghwan; Norkhairiah Hashim

doi:10.33102/mjsl.vol13no1.715

Authors

Aiman Samhani Abdul Halim Halalan Thayyiban Research Centre, Universiti Islam Sultan Sharif Ali, Kampus Sinaut, KM33, Jalan Tutong, Kampung Sinaut, Tutong TB1741, Negara Brunei Darussalam https://orcid.org/0009-0008-3083-4547
Zeiad Amjad Abdulrazzak Aghwan Halalan Thayyiban Research Centre, Universiti Islam Sultan Sharif Ali, Kampus Sinaut, KM33, Jalan Tutong, Kampung Sinaut, Tutong TB1741, Negara Brunei Darussalam https://orcid.org/0000-0002-7770-4183
Norkhairiah Hashim Halalan Thayyiban Research Centre, Universiti Islam Sultan Sharif Ali, Kampus Sinaut, KM33, Jalan Tutong, Kampung Sinaut, Tutong TB1741, Negara Brunei Darussalam

DOI:

https://doi.org/10.33102/mjsl.vol13no1.715

Keywords:

Brunei, halal cosmetics, halal values, local MSMEs, producer’s perceptions

Abstract

To mitigate its significant reliance on oil and gas, Brunei has endeavoured to achieve economic diversification by reducing hydrocarbon exports and prioritising sectors such as halal manufacturing and information and communication technology. The current emphasis of the Brunei halal industry is primarily on the food and beverage sector, with limited attention given to the non-food sector. However, the emergence of local cosmetic brands in the business sector has become more conspicuous, suggesting a potential inclination towards the cosmetic industry. This study aims to assess the perceptions of local cosmetic producers on the significant values of halal cosmetics in Brunei. The analysis is intended to provide further insight into how these local cosmetic producers perceive the growth of Brunei’s cosmetic market through the incorporation of the halal logo on their products. A qualitative approach through content analysis was applied in this study, which involved conducting face-to-face interviews with eight local cosmetic producers who have established their own brands, regardless of whether production occurs in the country or abroad. Overall, the research findings indicate that the primary considerations for these producers in valuing halal cosmetics include cleanliness, product quality, adherence to religious observances for Muslims, safety assurances, and global recognition. Furthermore, it appears that local cosmetic producers hold a favourable perception of their willingness to acquire halal certification for their products. This paper highlights the evolving landscape of Brunei’s economy by showcasing the growing importance of Halal certification on the local cosmetic industry as part of the economic diversification efforts.

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